Heather Cameron, Barbour ABI
If your CRM data is up-to-date, you’re targeting a segmented audience and you’re sending the right volume of emails, what’s affecting your email open rate?
The industry average open rate is 21.7%, so if you’re not reaching this, it’s likely your email subject line is having an effect. The subject line is what encourages your target audience to engage with your email, so getting this right is key.
How to write a great email subject line
1. Include personalisation
Generic emails can be off-putting and one of the most effective ways to combat this is personalisation. Show you know understand your recipient by segmenting your data and using dynamic merge tags to personalise the subject line.
2. Keep the focus
Don’t overcomplicate things – keeping the subject line simple and focused is a great way to catch attention. Highlight a key topic that’s featured in your email by including an insightful stat, promoting one of your latest offers or introducing a new product.
3. Be concise
Your audience will be scanning through their inbox, so make sure they can easily read your email subject line with a glance. Keep it short and mobile-friendly by sticking to around nine words or a maximum of 60 characters.
4. Limit punctuation
Ensure your email doesn’t feel ‘spammy’ and limit the use of punctuation and special characters in your subject line by using no more than three.
5. A/B test
Testing what works for your specific audience(s) across your entire marketing strategy is an effective way to maximise the impact of your efforts – including email subject lines. Alter the structure and content of your subject line to see what resonates best.
Every business and audience is different, so learn what works in your email marketing by monitoring KPIs and adjusting your strategy as necessary.